Tanzania has led the world in natural production including seaweed, cashews and cloves. Yet, farmers continue to be some of the poorest in society. 

During my gap year (which turned into several gap years), I was travelling through rural Tanzania where I found seaweed farms, salt pans and coastal apiaries. Realising that more and more consumers want ethical and sustainable products that they can trace, and that serving this market would ensure better conditions for rural producers, I started Natural Living aged 19. 

Soon, my family home turned into a mini-factory, making products in the kitchen and packing them on our dining table. In a couple of months, we had a team, a facility and were stocked in some of East Africa’s largest retail outlets, expanding our markets to the UK, Saudi Arabia, Kenya and South Africa. 

Today, our sourcing network supports more than 70 rural individuals in securing higher prices and consistent demand for their natural products.